I shall counter-ramble to this saying everyone has different tastes. unless you have a face-covering birthmark, have a birth defect or well your face has literally been on fire, no one is really born "ugly" it's just most people will look for something like symmetry in your face or something, and that's where the standard of "beauty" goes onto a sort of spectrum. a man with brilliant facial symmetry, a square jaw, a modest nose etc will probably be asked to become a model for something, a man that isn't that will still get dates.
I'm gonna sound like the hopefuls who are never right but it does happen where confidence, personality, status and things beyond looks bring couples together, your 9 or 10 isn't objective, it's based solely on the opinion of whoever says it. looks are a good opener but you'd have no idea who that person is or wether you could stand them for 5 seconds.
talking, hanging out with that person and actually making an effort to create a functional platonic or romantic relationship is what actually happens, not looking at someone then screwing their brains out, unless you have a lot of one night stands.
I don't know for sure, but some blogs and forums I've seen suggest that people aren't making that effort anymore, especially young people who care more about social media then talking to the people around them. I know I haven't made much effort, I'm abit anxious about speaking to people, like they won't like, understand or even listen to me, so I don't make the effort to speak to people and that's on me, there are several reasons but for whichever one people have stopped making an effort to build inter-personal relationships, not the end of the world though, just means everyone has more of their own free time. I wonder how happy people in general are doing that though, I wonder if their lonelier then ever. I work long hours, I have to cook for myself do my own shopping etc. and it just feels I wake up to the same struggle, days when I work seem like wasted days
